The second Owned track session of the day was SCHEMA: The Silver Bullet , with Daniel Schulman, Director of Search Marketing, Donordigital and Kent Yunk, VP of SEO, 3 Q Digital presenting. Moderator Anne Kennedy opened the session with an interesting tidbit, telling us that Duane Forrester, head of Webmaster Tools at Bing, stated that one crawl costs Bing $0.01 to do. This is part of the reason why search engines like Google and Bing worked together to develop SCHEMA, to help webmasters identify proper information to make crawling an easier process.